How we work comes down to four phases: a free visibility scan as a baseline measurement per location, a pilot with a group of locations for a fixed period, the roll-out to the rest of the franchise brand and then monthly optimisation. After each phase, you decide whether we continue. So you only invest in all locations once the pilot figures justify it.
Which phases does a collaboration go through?
Each phase has its own goal, its own deliverable and a decision point. We do not skip any phase, not even for franchise brands in a hurry. It is precisely the baseline measurement that later shows what the work has achieved.
| Phase | Goal | What you get | Your decision |
|---|---|---|---|
| 1. Visibility scan | Baseline measurement per location | Overview of profiles, reviews, AI answers and location pages | Do we start a pilot? |
| 2. Pilot | Proof on a small scale | A group of locations fully set up, with dashboard | Do we roll out? |
| 3. Roll-out | All locations at the same level | Profiles, pages and reporting for the entire franchise brand | Which package per location? |
| 4. Optimisation | Better every month | Monthly report and data-driven adjustments | Where do we focus? |
Which parts of your visibility does the scan map out?
The scan is free and without obligation. For each location, we look at how the franchise brand is visible in Google, Google Maps, Apple Maps, Bing and in AI assistants such as ChatGPT and Gemini. AI retrieves the details from all profiles and flags differences in name, address, phone number and opening hours. A specialist assesses the outcome and sets out the priorities.
You can request a free baseline of your locations with just the name of your franchise brand and the number of locations.
What you have in hand after the scan
An overview per location of what is missing, what is wrong and what will deliver the most if you tackle it first. No thick report, but a list you can get going with tomorrow, even without us.
Work together on measurable results, not on an annual contract. Start with the free visibility scan.
How does the pilot with a group of locations work?
In the pilot, we fully set up a group of locations. Ideally choose a mix: a few strong locations and a few that are lagging behind. Then you see the effect on both. The pilot runs for a fixed period agreed in advance, so there is a clear end point.
During the pilot, you see everything reflected in the reporting per franchise location. Franchisees of the pilot locations also get access, so they can see the difference for themselves.
| Element | Why | How we measure it |
|---|---|---|
| Google Business Profile complete | The basis for visibility in Maps | Share of completed fields per profile |
| Apple Business Connect and Bing Places | Extra reach beyond Google | Status per location: registered, verified, up to date |
| Review management | Response time is visible to every customer | Percentage of replies within 24 hours |
| AI test questions | Customers ask assistants for advice | Is the location mentioned for fixed questions? |
| Actions from profiles | Shows whether visibility leads to contact | Call clicks, direction requests and website clicks |
What happens during the roll-out to all locations?
If the pilot works, we extend the same approach to the rest of the franchise brand. You choose a package per location. It does not have to be the same everywhere: a busy location in a large city sometimes needs more than a small location in a village. What that costs is set out on the page about what online marketing for chains costs.
During the roll-out, we also agree the division of tasks. What does head office do, what does the franchisee do and what do we do? Think of supplying photos, approving local promotions and who answers the phone when a customer calls via the profile.
How do we optimise every month?
After the roll-out, we review the figures every month. AI flags anomalies, such as a profile whose opening hours have been changed by a third party or a location where reviews suddenly drop. A specialist decides what we do about it. You can read how that interplay works in AI-driven marketing for chains.
Which figures we track is set out in the key metrics for franchise chains. In the monthly meeting, you and we choose one or two priorities for the coming month.
Every monthly evaluation ends with one question: is it delivering enough? Because we do not use annual contracts, the answer has to be right again every month. That keeps us sharp and keeps you in control.
| Stage | Number of locations | Package | Monthly amount (excl. VAT) |
|---|---|---|---|
| Pilot | 6 | Growth (€400) | €2,400 |
| Roll-out | 30 | Growth (€400) | €12,000 |
| Variant after roll-out | 20 Growth and 10 Basic | €400 and €199 | €9,990 |
How does the collaboration with head office and franchisees work?
Head office has one fixed point of contact with us. Franchisees can come to us with questions about their own location, but decisions about the franchise brand always go through head office. That keeps brand control where it belongs. See our services per channel for everything that fits within this way of working, or read what sets us apart.
What does a location outside the Google Maps top 3 cost you?
This calculation uses Dutch figures instead of American click-through rates. The average revenue per franchise location comes from the Dutch Franchise Association (NFV) statistics, reference year 2025. Nobody can say in advance exactly how much revenue a location loses without a top position in Google Maps, with a Google Business Profile that is not in order, or without proper review management. So you calculate a scenario per cause: a few percent of revenue going to a more visible competitor. Add them up and you see the combined cost.
| Sector | Revenue per location per year | 1% revenue missed | 3% revenue missed | Growth package (€4,800 a year) as share of revenue |
|---|---|---|---|---|
| All sectors (average) | €1,445,000 | €14,450 | €43,350 | 0.33% |
| Services | €480,000 | €4,800 | €14,400 | 1% |
| Hospitality | €1,230,000 | €12,300 | €36,900 | 0.39% |
| Health care | €1,270,000 | €12,700 | €38,100 | 0.38% |
| Non-food retail | €1,750,000 | €17,500 | €52,500 | 0.27% |
| Food retail | €2,910,000 | €29,100 | €87,300 | 0.16% |
| Other brands | €680,000 | €6,800 | €20,400 | 0.71% |
- 6 of the 100 largest Dutch franchise chains reply to a Google review within 24 hours; the average response time is 6.8 days and 90% has no demonstrable review management process.
- Only 40% of the 500 Google Business Profiles examined is fully completed.
- In the measurement one review was viewed around 15,000 times on average: an unanswered complaint stays visible to thousands of people.
- 42% of consumers would rather not do business with a company that never replies to reviews (BrightLocal 2026).
Sources: NFV Franchise Statistics, reference year 2025 (34,937 locations, €50.5 billion revenue); Local SEO Franchise Benchmark 2026 (100 largest chains, 500 profiles); sector model on franchiseseo.nl (in Dutch). The percentages are scenarios you choose, not a measurement or a promise. We do not promise rankings or revenue.
Questions about how we work
How long does the pilot phase last?
How many locations take part in a pilot?
What does the visibility scan cost?
Do franchisees have to do anything themselves?
Can we skip the pilot and roll out straight away?
How often do we receive a report?
Who decides on texts and promotions per location?
What if the pilot does not deliver the expected figures?
Do you also work for franchise brands with only a few locations?
Can this way of working also be used for recruiting franchisees online?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Request the free visibility scan and see where your locations stand today.
